Give to Get

The other day a friend showed me a mailing that she had received from Country magazine. "Look at this. There are tips on each of these pieces of literature."

She was right. On the back of the acknowledgment that she was the recipient of a gift subscription to Country was a twenty-five tip listing of energy and, therefore, money-saving tips. On the flip side of a glossy, full-color piece from Checks Unlimited were fourteen random tips from residents of Canada and the United States. On one-half of one side of a glossy, full-color piece for Bradford Exchange were tips for great salads, tenderloin tips, and straining broth.

"Interesting," I commented. "May I keep these?"

"Sure. I thought you'd want them," she replied.

When I looked at the first piece, I instantly recognized that the staff at Country knows its readers. They know that Country readers love tips. Giving new subscribers money-saving tips on the back side of an acknowledgment will ingratiate newbies to Country. The second and third pieces, however, gave me pause. "Wow!" I thought. "Country is using its knowledge of what readers want to assist vendors who are advertising with them to get more attention to their offers."

The staff at Country knows that tips printed on an offer are likely to get read and kept. The piece will be looked over more carefully. Perhaps it will be referenced several times. It may be shown to others, too. Attention to the offer, particularly multiple times and possibly by multiple people, increases the likelihood of a sale.

In addition, these tips establish the credibility of both Country and the vendors to readers. The tips are sound advice and new ideas, both of which readers appreciate. Just seeing these tips makes a favorable impression with readers. Since readers want tips, they will save these tips even if they do not have time to read them immediately.

How can you apply what Country did with your customers? What do your customers want to know?

Take a little effort to ask your customers this question and then think through their answers. Apply what you learn to your marketing efforts. You will likely find that they are interested in some type of updates about your product or service as it affects their lives.

When you know what information your customers want, sit down with your staff and brainstorm where to access this information. You and your staff have a wealth of knowledge that you can share. This knowledge comes from what you have learned through years of experience, your opinions that are based on your expertise, and your reading. Freely quote others with whom you agree. Don't assume that just because you have a piece of knowledge or have read something that your customers also have this information. Once you have decided upon and assembled the information that you think your customers want, give it to them.

Make your message more memorable by tying it to information.

After all, you have to give to get.